Search Strategy That Speaks to Fleets

Client background

Chastang Ford is a Houston dealership the Chastang family has run since 1933. Retail sales come second there. Commercial, fleet, and government sales and service come first.

The challenge

Chastang’s commercial and fleet business runs on numbers. A fleet buyer checks uptime, total cost of ownership, and service response time before anything else. CKP had to make Chastang’s paid search campaigns speak to that buyer directly, while still driving qualified leads and foot traffic to the store.

The campaign had four goals:

• Increase impressions and traffic from paid search.
• Drive more traffic to key commercial and retail landing pages.
• Improve conversion rate.
• Reinforce Chastang’s position as Houston’s leading truck and fleet dealer.

The CKP approach

Chastang’s inventory shifts fast, across new, used, and commercial vehicles, parts, service, and time-limited offers. We audited Chastang’s keywords and rebuilt its Google Ads scripts to match how the brand actually sells. We added geofilters, demographic filters, and in-market targeting to reach the right buyers. We layered in account- and campaign-level ad extensions to surface limited-time offers with urgency. We monitored the campaigns continuously, auditing performance and adjusting the strategy as the data came in.

What we delivered

• Competitive research and audit
• Google keyword strategy
• Campaign execution and optimization
• Ongoing monitoring and reporting